The Meta description is a “HTML attribute that provides a concise explanation of the content of the web pages. A Meta description is those couple of sentence under the title that describes the search result. It is a 160-character snippet and search engine sometimes use these snippets in search results to let visitors know what a page is about before clicking on it.
How do search engines use the Meta description?
Best examples of meta descriptions and how search engines use them come from search engines themselves. So when I search for Google here in India Google has a description which says <meta name=”description” content=”Indian version of this popular search engine. Search the whole web or only webpages from India. Interfaces offered in English, Hindi, Bengali, Telugu, Marathi”. Although Google admits to not always using the meta description as a part of their ranking algorithm, they do still support meta descriptions and include them as snippets in search results.
Why do we need Meta Description?
Increases the click through rate
We do need the Meta description because in increases the click through rate and improves visits from organic search. Meta description helps the users understand what’s on the website and by that you can lead the right people to your website. If you have a detailed relevant, and eye-catching meta description you are more likely to get those clicks an organic way.
Gives the right information to the right people
Google uses Meta description to return results when the searchers use advance search operators to match Meta tag content, as well as to pull preview snippets on the search results page, but it is important to note that Meta description does not influence Google’s ranking algorithms for normal searches.
Will increase visits from social media
Social sharing sites like Facebook commonly use a page’s description tag when the page is shared on their site. Without Meta description, social media sites may just use the first text they find and sometimes it might not make sense to the viewers.
You can use it to sell your content
Although Meta description itself does not affect the ranking of a web page, but because of the well-written Meta description click through rates have proven to increase.
How to write a Meta description ?
To write a Meta description use the action-oriented content. Write a compelling content which is short and which tells the user exactly what they can find by clicking on the website. Use this as a chance to sell that is, use this as a chance to get them to your website, make the content interesting and action oriented. Make sure your title tags and Meta description has keywords relating to the content on the website. This helps the search engine understand what page is about and index your web page accordingly for relevant keywords.
Other things to keep in mind while writing a Meta Description is to avoid duplication and unconnected keyword shuffling in the Meta description as it might not make sense to the viewers. Avoid using alphanumeric sentences, when it comes to Meta description it is better to stick to plain text.